222-2 (II) In 221, the total domestic sales of tea in China exceeded 2.3 million tons.

Wen/Qi Zhiming Feng Songyi

Tea consumption is accelerated and upgraded

"Tea tasting should be divided into seasons. I like green tea in spring, drink oolong tea and Tieguanyin in summer, and pay more attention to Pu 'er and black tea in autumn. Taste a cup of your favorite original leaf tea, full of saliva and fragrant lips and teeth. " Chen Fei, born in 198s, who lives in Yuhua District, Shijiazhuang City, Hebei Province, is a tea lover. Because he values the taste and function of tea, he will buy different kinds of tea and taste it slowly in different seasons.

tea is a national drink, and tea and related products are important categories of people's daily consumption. According to the China Tea Consumption Market Report issued by China Tea Circulation Association, the domestic sales volume of tea in 22 reached 2,21,6 tons, an increase of 8.69%; The total sales volume was 288.884 billion yuan, an increase of 5.45%. In 221, tea trade in major producing areas continued to stabilize, and tea consumption accelerated to recover. The total domestic sales of tea in China exceeded 2.3 million tons, and the total domestic sales jumped to 3 billion yuan.

consumers are younger. The consumption demand and preference of the younger generation of tea products are more personalized and diversified, and gradually become the mainstream of tea product consumption. According to Meituan's data, young people have become a new force in relevant consumption places. In January 222 alone, users of Meituan's platform actively searched for related keywords such as "tea house", "teahouse" and "tea house" for 1.72 million times, up by 85.47% year-on-year, and the number of group purchase package orders involved exceeded 15,.

tea products are diversified. In recent years, the traditional categories of green tea, black tea and oolong tea have remained stable, minority teas such as white tea, yellow tea and herb tea have achieved rapid growth, and the new Chinese tea industry, which combines products and services, has developed rapidly. According to the data of Pinduoduo platform, the consumption of tea products is diversified, fashionable and convenient, and the sales of various fruity teas and teabags increase by 12% annually. Customized, portable and small-packaged tea products are deeply loved.

high-quality products are popular. Consumers pay more attention to tea brands and are willing to pay for better quality tea. Yang Xiufang, a researcher at Hangzhou Tea Research Institute of the All-China Federation of Supply and Marketing Cooperatives, said: "Quality is the core competitiveness of an enterprise and a brand. I hope that more tea enterprises will pay more attention to subdividing consumer markets and consumer groups from the perspective of consumers, and provide classified supply and classified guidance to achieve effective docking of tea production and marketing, promote industrial efficiency and make tea farmers rich."

Product forms are constantly innovating

New tea has become the mainstream way for young people to drink tea, and interactive and experiential tea consumption has become a major trend.

with the steady development of tea production, sufficient and high-quality tea supply continues to provide strong support for the steady growth of the consumer market, and various new formats and new models have also added new highlights and new growth points to the industry.

the tea market continues to rise. In recent years, new tea brands, such as hi-tea and tea-hundred-ways, have come into public view. New tea is healthy, fashionable, has social attributes, and at the same time closely combines goods and services, which is loved by more and more consumers.

"I want a hand-fried longan raw coconut ice and a hand-fried mango manna ice. Are they all fried now?" Recently, Xicha, the world's first handmade shop located in the ancient city of Nantou, Shenzhen, attracted many customers with more than 5 handmade new products.

When entering the store, Xicha presented the new products in three layers: the first floor was used as an external window to show the process of manual preparation; On the second floor, there is a single area and a meal taking area; The third floor provides customers with drinking and social space for hand-made pure tea and hand-made creative tea.

"New tea has become the mainstream way for young people to drink tea, with great market potential." Zhang Jun, vice president of Xicha Company, said that after nearly 1 years of development, Xicha has opened nearly 9 stores in about 7 cities across the country.

According to the report released by the Tea and Coffee Committee of China Tea Association, the number of tea shops in China currently exceeds 45,, and the scale of the ready-made and ready-to-sell tea market has exceeded 5 billion yuan. It is estimated that the comprehensive output value of the ready-made and ready-to-sell tea market in China will exceed 1 billion yuan in 225.

the integration of "tea travel literature" opens up a new development path. Walking into Baishaxi Black Tea Culture Industrial Park in Xiaoyan Town, Anhua County, Yiyang City, Hunan Province, next to four modern tea production workshops, Baishaxi Black Tea Museum, black tea cultural relief and other buildings are particularly attractive. This is the first "tea-tourism integration" black tea industrial park in China, which is built by Hunan Tea Group, a direct enterprise of Hunan Supply and Marketing Cooperatives, in accordance with the standards of national tourist attractions. It displays tea culture and tea industry from research practice, cultural exchange, tourism and other aspects.

"Pay attention to the atmosphere when drinking tea. I like to walk into the top of Guanyin Mountain in Dongguan on holidays and experience tea culture in Juyuantang Health Tea House. Watching endless green while making congou is completely different from drinking tea at home. " Wang Xinyue, a resident of Dongguan, Guangdong, said. Cai Zhikai, the person in charge of Juyuantang Teahouse, said that the teahouse is specially located between green mountains and green hills. This creative and immersive tea consumption method has attracted many consumers to experience it.

"Interactive and experiential tea consumption has become a major trend." Mei Yu, secretary-general of China Tea Circulation Association, said that it is necessary to build tea consumption scenes, pay attention to the connotation of health and culture, create segmentation scenes and launch segmentation products, guide the formation of experiential and immersive consumption trends, refresh consumption experience in the exchange and interaction of tea culture, and form new competitiveness.

Industrial development is moving towards high quality

"In the past, we mainly sat in stores and waited for customers to come to our doors. Now, through live broadcast and other means, the sales channels have been further broadened. " Wu Haiqing, head of Tianshan Tea Shop in Nanchang City, Jiangxi Province, said.

Tianshan Tea Shop is located in Long Ding Tea Capital, the tea product distribution center of qingyunpu district, Nanchang, and it was one of the first tea shops to enter the market in 21. At present, Long Ding Tea has been built into a distribution center for tea, tea sets, tea gifts, tea packaging and tea culture in Jiangxi Province, with a construction area of over 8, square meters and more than 3 tea wholesalers and retailers.

According to experts from China Tea Association, with the promotion of national standardization strategy, a relatively complete tea standardization technology system has been initially established in China. However, due to the late start and the influence of many tea categories and strong seasonality, the standard setting still needs to be deeply cultivated. Promoting the tea circulation industry to move towards high-quality development requires the concerted efforts of all parties.

"Online and offline interconnection is the development direction of tea circulation." Kang Chunhua, the person in charge of Long Ding Tea Capital, believes that the consumer population and demand are accelerating segmentation, and the tea market must be consumer-oriented to achieve online and offline integrated development.

According to the calculation of China Tea Association, the total online trading volume of tea in China will be about 28 billion yuan in 22, up by 15.23% year-on-year. In 221, the total online trading volume of tea in China will continue to grow.

driven by innovation, make good products. Last September, Wuzhou Tea Factory Co., Ltd., a company directly affiliated to Guangxi Supply and Marketing Cooperatives, further improved the product line layout based on the promotion of hot-selling products in previous years and combined with the feedback and demand of the latest market, and innovatively launched some middle and high-end products, such as Centennial Chencang and Pintiancheng, which attracted many consumers.

"It is necessary to promote the upgrading of tea industry in China with scientific and technological innovation." Mei Jiang, vice president of small pot tea, said that the whole tea industry chain should be continuously improved through comprehensive measures such as intensive planting in the upstream of the tea industry, improving the standardization of production in the midstream and strengthening brand building in the downstream. Small pot of tea was built in Huangshan City, Anhui Province, which is a super factory integrating production, processing, warehousing and logistics automation. It was rated as a provincial-level intelligent factory in Anhui Province in 221 by the Anhui Provincial Department of Economy and Information Technology.

build brand and enhance competitiveness. Local governments should cultivate and develop regional leading enterprises and regional brands, accelerate the development of modern tea industry, improve the local tea production management system, support leading enterprises to develop and cultivate brands, and lead local tea brands to go global.

production and marketing enterprises should focus on marketing and brand service, develop a modern sales system, enhance the synergy between upstream and downstream enterprises in the industrial chain, and promote the development of products in the direction of safety, health, high quality, stability, intelligence and environmental protection.

market guidance and more professional service. Trade associations should play the role of intermediary organizations, provide professional services for enterprises, promote the construction of regional brands of industrial clusters, guide the coordination of tea industry standards, innovation collaboration, business collaboration and resource sharing, and promote the benign and balanced development of enterprise brands and regional brands.

Mei Yu believes that from focusing on capacity development to brand building, China's tea circulation is facing opportunities brought by structural adjustment of customers, superposition of diversified formats and detailed and rich demand. It is believed that under the policy guidance and market drive, tea consumption will enter a new stage of upgrading and expanding, and the development of tea industry will move towards high quality through the continuous efforts of various market players in green, health, social interaction and high cost performance.